GROUP MEMBERS

FRANKLIN FERNANDES (Roll no. 1)ANTHONY JOHNSON (Roll no. 2)

ANUTZA ROBI (Roll no. 3)MILTON BRITTO (Roll no. 4)MELBA D’MELLO (Roll no. 5)

Started off as “Asian Oil And Paints

Company”

India’s largest and Asia’s third

largest paint company

TurnoverRs.109.70

billion

HISTORY - TODAY

Aims to become one of the top five decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets.

Intends to build long term value in the industrial coatings business through alliances with established global partners.

VISION – CLEAR GOALS FORA CLEAR FUTURE

Operations - 17 countries & 25 paint manufacturing facilities in the world servicing consumers in over 65 countries.

New concepts: Colour Worlds, Home Solutions, Colour Next, and Kids’ World.

Started in 1942 in garage by 4 entrepreneurs:Champaklal Choksey, Chimanlal Choksey, Suryakant Dani and

Arvind Vakil.

PROFILE

PAINT INDUSTRY BY VALUE

COMPANY’S BRAND DECISION MAKINGBRANDING DECISIONS

Generic Product Brand

Private Label Own Brand

Single Market Multiple Market

Global LocalSingle Brand Multiple Brand

• Paint industry is commodity driven, with price being the most important differential

• The brand has evolved with the times by adjusting its branding strategy to changing marketplace needs and priorities.

• Asian Paint’s branding strategy: connect with, and listen to, your consumers.

ASIAN PAINTS as a BRAND

• Private label paints are a little harder to be accepted in the market because of the presence of brands like Asian paints, Nerolac, Berger etc.

• Asian paints operates in a single market i.e. PAINTS• It has multiple brands under it• Paint brands owned by the company are: Ace & Apex,

Apcolite, Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.

CUSTOMER’S BRAND DECISION MAKING

BRANDS

Unknown Known

Acceptable Unacceptable

Purchased Not Purchased

Indifferent Overlooked

• Consumer decision making is a conscious process.• Any decision whether its buying a chocolate,

choosing to eat at McDonald’s rather than KFC, buying a new car or an insurance policy , is a conscious process.

Example: Buying a Paint of a particular shadeUnknown Brands Known Brands

Snowcem PaintsSheenlac

British paints

Asian paint royale, Nerolac, Berger, Dulux, Apex Ultima

Acceptable Unacceptable Indifferent Overlooked

Asian paint royale,Nerolac

BergerDulux

Apex Ultima

Purchased Not PurchasedAsian paint royale Nerolac

CRAFTING:

Target Market: Lively, Fun-filled, Urban.

Consumer Behaviour:

Price Insensitive, Expressive.

Nature of Competition:

Fragmented market, Direct-Nerolac, Berger Indirect- Wallpapers, Tiles.

POP: Variety of Colours, Quality.

POD: Innovation, Colour Store, Service.

Position: Every colour tells a story.

Reason To Buy: Reputation, Consistency

Testing: 2D Desirable, Deliverable

CRAFTING THE BRAND POSITIONING

Remote Availability

QualityIndian

colour

Trust

Har Rang Kuch Kehta Hai

High Involvement Product Colour Worlds, Home Solutions, Colour Next, and Kids’ World.

Small pack usage

BRAND ASSOCIATION

Position

PerceptionImage

Identity

Asian Paints

Logo, font, tag line,Ambassador.

Vibrant Colours.

Every House has a Story to tell.

Best in class.

KAPFERER’S BRAND IDENTITY PRISMIN

TERNALIZATIO

NEXTE

RNAL

IZAT

ION

PersonalityWelcoming

CultureIndian

Self ImageCreative

PhysiqueAdding value to homes

RelationshipEmotional, Nostalgic

ReflectionConfident

Warm but fuzzy -

difficult to perceive; indistinct or vague.

Down-to-earthHonestWholesomeCheerful

DaringSpiritedImaginativeUp-to-date

ReliableSuccessful

Upper classCharming

BRAND PERSONALITY

• “Har Ghar Kuch Kehta Hai” to “Har Rang Kuch Kehta Hai.”

• Colour the house – Basic task.• Low involvement Product.• Decision making rested with

builder/contractor

• Make a place look beautiful & colourful.

• Change of mood.• Reflection of

Personality.• Self Expression.

• Stimulation of celebration.

• Sophistication

BRAND LADDERING

ADVERTISING CAMPAIGNS

SALES PROMOTION

PERSONAL SELLING

BRAND AWARENESS

Brand Equity

Brand Loyalty

Brand Quality

Brand Associations

Brand Awareness

BRAND EQUITY

Brand Loyalty

Brand Awareness

Perceived Quality

Brand Associations

Brand Assets

Brand Equity

High Awareness, Easily recalled paint brand.

Quality, Consistency.

Tried, Trusted, Long-lasting.

Affiliation & Attachment.

Expressive, Social Status.

Top of Mind recall

Keller’s Brand Equity Model

PRODUCT RANGE

Product Depth

Corporate Brand

Product Brands

Sub Brands

Licensed Brands

Endorsed Brands

BRAND ARCHITECTURE